You’ve probably heard the phrase “marketing funnel” tossed around like confetti — but what does it actually mean? And more importantly, how does it apply to your outdoor product or service business?  In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing breaks down the three essential stages of the marketing funnel: Awareness, Consideration, and Conversion.  You’ll learn:  Why affluent homeowners need a different marketing approach  The biggest mistake outdoor businesses make when they skip funnel stages  Real-world tactics to help you attract, nurture, and convert the right buyers  What to post (and where) at every stage of the funnel  Whether you're running Pinterest ads, sending direct mail, or still stuck shouting “Book Now!” into the marketing void — this episode is going to help you build a smarter, more balanced strategy that actually works.    Other episodes mentioned: 5 Ways to Make your Yard Signs Work as Hard as You Do Make your Box Trucks a Marketing Powerhouse Maximizing Meta Ads for Selling to Affluent Buyers Top Video Tips for your Outdoor Business From Fluff to Firepower: How to Turn Testimonials into Sales Tools Google Local Services Ads: Are They Worth It for Luxury Outdoor Brands?

Wish you could clone yourself to crank out proposals, social content, and blog posts without burning out? Good news: you kinda can.  In this episode of The Affluent Buyer Script, host Katy Doss breaks down custom GPTs - your new not-so-secret weapon for saving time, staying on-brand, and scaling your business without adding a single person to payroll.  Whether you’ve never heard of a custom GPT or you’re still wondering if AI is just a fad, this episode will show you:  What a custom GPT actually is (no tech degree required)  How it can become your marketing assistant, sales support, and onboarding trainer—all in one  Real examples from outdoor service businesses like yours  A simple, step-by-step walkthrough for setting one up  What to watch out for so it doesn’t go rogue and sound like a robot  If you’re juggling high-end projects and still trying to write your own email blasts at 9 PM… this tool is about to change your life.  Bonus: Grab our free guide to setting up your own custom GPT at scriptmarketingco.com/guides.

Your ideal clients may not be buying a pergola in December—but they are Googling it. In this episode, Katy breaks down Google’s newest Q4 updates and what they mean for luxury outdoor businesses selling high-consideration services. From discovery-driven search and storytelling in AI Overviews to smarter YouTube strategy and AI-powered ad tools, you’ll learn how to influence affluent buyers now so you win the work in spring.  You’ll learn:  Why Q4 is your influence season (not your off-season)  How search is shifting from keywords to storytelling  Why your dream clients are researching you on YouTube  How to market smarter with Google’s latest AI tools 

In this episode of The Affluent Buyer Script, we’re breaking down the difference between marketing and sales—and why both are essential if you want to grow your outdoor business with high-end clients.  You’ll learn:  Why marketing without sales leads to missed opportunities (and vice versa)  What happens when the two teams aren’t aligned (hello, ghosted leads)  The math that proves marketing might actually matter more than sales in some cases  And how to create a seamless experience for affluent buyers—one that builds trust and closes deals  Whether you're a pool builder, landscaper, lighting designer, or anyone in the luxury outdoor space, this episode will help you stop spinning your wheels and start getting serious results. 

You’ve wrapped up a big outdoor project. The client’s happy. You’re exhausted. Time to move on, right?  Not so fast.  In this episode, I’m joined by Jamie Shibley of The Expressory to talk about one of the most overlooked revenue-generating strategies in your business: thoughtful gifting. And no, we’re not talking about branded koozies or stress balls. We’re talking about strategic, meaningful follow-ups that turn happy clients into raving fans who refer you over and over again.  We dig into:  How to create a referral-worthy gifting strategy (without it feeling salesy)  Why personalization beats price when it comes to post-project touches  Real examples of small gifts that created massive ROI  What your team should be watching for during a project to inform the perfect follow-up  And why a well-timed s’mores kit or bubble bath could be the best marketing move you make this year  If you’re ready to stop leaving money on the table after each install, this episode is for you.  The Expressory

People don’t drop $150K on a backyard renovation because it works on paper. They do it because it feels like the right decision—and then they justify it later.  In this episode of The Affluent Buyer Script, Katy Doss breaks down the five emotional drivers that move affluent homeowners from “that’s nice” to “where do I sign?”  We’ll explore:  Why emotion—not logic—closes high-end outdoor sales  How FOMO, trust, identity, and accomplishment shape buyer behavior  What you should say in your marketing to connect with luxury buyers (even if you're not the cheapest)  If you want to attract higher-quality clients, close bigger deals, and stop competing on price, this episode will show you how to make your brand feel like the obvious choice. 

Gen X may not be trending on TikTok, but they’re quietly driving one of the biggest spending waves in home improvement — and they’re wildly overlooked in most marketing strategies.  In this episode of The Affluent Buyer Script, Katy Doss breaks down why Gen X is your secret weapon if you sell luxury outdoor products or services. We’ll talk about who they are, what motivates them, how they make buying decisions, and — most importantly — how to actually reach them.  You’ll learn:  Why Gen X is about to surpass Boomers in wealth  What kind of messaging resonates (and what totally turns them off)  The best platforms and timing for your campaigns  Real-world examples of nostalgia-driven messaging that works  Tactical ways to build trust, credibility, and long-term loyalty  If you’ve been focusing all your efforts on Millennials or Boomers, this episode will make you rethink your entire strategy.  Because Gen X isn’t waiting — they’re ready to buy. You just need to show up.     

Your website is either your hardest-working salesperson… or the reason affluent buyers click over to your competitor. In this episode of The Affluent Buyer Script, Katy Doss breaks down the 20 biggest dos and don’ts of building a website that attracts, impresses, and converts high-end homeowners.  From why professional photography matters to the mistakes that make you look dated (hello, autoplay video with sound), Katy shares practical tips to make your site feel as polished as the luxury products and services you sell. Whether you’re launching a new site or fixing up the one you’ve got, this episode will help you turn your website into a sales tool that works 24/7.  And don’t miss the free Website Audit Checklist at scriptmarketingco.com/resources. 

Think your outdoor brand isn't newsworthy? Think again. In this episode of The Affluent Buyer Script, Katy sits down with Colleen Gallagher, founder of Onwrd & Upwrd PR, to unpack the power of earned media and how luxury outdoor businesses can start getting press — without a publicist or a press release.  From how to pitch the right stories to the right outlets, to why storytelling beats specs every time, Colleen shares practical tips (and some spicy truths) that’ll help you get noticed by the media — and by your ideal affluent clients. If you’ve ever wondered how to build visibility without feeling like a braggy show-off, this episode is your PR playbook.  Show notes: Colleen’s LinkedIn: https://www.linkedin.com/in/colleen-lerro-gallagher/ Onwrd & Upwrd LinkedIn: https://www.linkedin.com/company/onwrd-upwrd Onwrd & Upwrd website: https://onwrdupwrd.com/ Descript: https://www.descript.com/ 

Think your clients only need you once? Think again.  In this episode of The Affluent Buyer Script, Katy Doss breaks down how luxury outdoor service businesses can generate repeat business — even when the job seems like a one-and-done deal.  Whether your ideal project is $25K or $250K, affluent clients expect more than a transaction. They want a partner. And when you know how to stay in front of them (without being salesy), you become their go-to for every phase — and every property.  You’ll learn:  Why the “one-time sale” mindset is costing you serious revenue  The top 7 ways to stay top of mind with past clients  How to use check-ins, new services, and strategic timing to drive future sales  Why offboarding isn’t the end of the job — it’s the beginning of the next one  If you’ve ever finished a big job and thought, “That was great — hope they call again someday,” this episode will show you how to make sure they do. 

Most outdoor businesses are flying blind when it comes to their website traffic. They have no idea how people are finding them—or why they aren’t showing up at all. That’s where Google Search Console comes in.  In this episode, Katy breaks down how to use this free but often overlooked tool to uncover exactly what your clients are Googling, which pages are pulling their weight, and what might be quietly hurting your visibility online. No tech jargon. No overwhelm. Just a smart, simplified walkthrough of how to set up and use Search Console to make better marketing decisions.  You’ll learn:  What Search Console actually is and why it matters for outdoor brands  How to find the keywords people are using to discover (or miss) your site  What to fix, what to optimize, and what to ignore  Which reports are worth checking—and what to do with the info  Whether you’re selling pools, patios, outdoor lighting, or landscape design, this episode will show you how to stop guessing and start using real data to attract more of the right clients.  Download the free Google Search Console guide here. 

That blog post from last year that got great traction? It’s not done working for you. In this episode, Katy Doss of Script Marketing breaks down how outdoor product and service businesses can repurpose high-performing content into new formats that reach more affluent buyers — without starting from scratch.  You’ll learn:  How to identify content worth repurposing  Easy ways to refresh blogs, videos, emails, and social posts  10 proven strategies to stretch your best content across multiple platforms  Plus, get a free downloadable guide with all 10 repurposing ideas at scriptmarketingco.com/resources.  Stop reinventing the wheel. Start getting more visibility from what’s already working.  

You know about ChatGPT — and let’s be honest, your competitors are already using it. So how do you stand out and stay ahead with AI?  In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing shares three lesser-known AI tools that help outdoor product and service businesses market smarter, not harder. Whether you're tired of clunky PowerPoint decks, frustrated with generic AI answers, or just looking for a fresh way to ideate and create, these tools can save you time and elevate your brand.  Here’s what you’ll learn:  Why Claude might be a better brainstorming partner than ChatGPT How Beautiful.ai turns basic slides into polished, professional presentations How Prompt Cowboy helps you write better prompts (and get way better results)  Plus, Katy shares real use cases, pricing info, and when not to use each tool — because not every tool fits every situation.  If you’re ready to level up your marketing and reclaim a few hours in your week, this one’s for you.  Grab the free AI Tools Cheat Sheet at scriptmarketingco.com/resources   

Most testimonials are soft praise — and completely miss the mark. If your client reviews say “Great team! Highly recommend!” but don’t actually sell, this episode is for you.  In this episode of The Affluent Buyer Script, Katy breaks down why traditional testimonials fall flat — especially with affluent buyers — and how to flip them into powerful persuasion tools using the Objection-Crushing Framework.  You’ll learn:  Why affluent buyers don’t care about feel-good fluff How to rework testimonials to crush doubts and drive decisions What to ask clients instead of “Can you write a testimonial?” Where to place your best reviews so they do the most work  If you’re ready to stop collecting compliments and start using testimonials that actually move high-end buyers to action — hit play. 

Google Local Services Ads — those little boxes with star ratings and “Google Guaranteed” badges — show up at the very top of search results. But are they worth it for your luxury outdoor business?  In this episode, Katy breaks down the pros, cons, and real-world realities of LSAs. You’ll learn how they work, why they can be a powerful tool for attracting affluent homeowners, and where they fall short (especially if your brand depends on visual storytelling and a premium vibe).  Whether you're a high-end landscaper, pool builder, or outdoor lighting pro, this episode gives you the info you need to decide if LSAs deserve a spot in your marketing toolbox — and how to actually make them work if you decide to use them.  What you’ll learn:  What LSAs are and how they’re different from regular Google Ads Why they work well (when they do) for high-end service providers The not-so-glamorous downsides no one talks about How to set up your LSAs for better lead quality and conversion Why LSAs are a tool — not your entire strategy  Tune in and find out if LSAs are your next best lead source… or just another marketing distraction. 

If marketing feels like an uphill battle, your brand might be to blame.  In this episode of The Affluent Buyer Script, we’re breaking down why your brand is the foundation of all your marketing — and how an outdated, inconsistent, or unclear brand can quietly sabotage your efforts.  You’ll learn:  5 signs your brand is making marketing harder than it should be How a strong, cohesive brand makes marketing easier (and more effective) What a brand refresh really involves (hint: it’s probably not a total overhaul) The outcomes you can expect when your brand is working for you — not against you  If you’re tired of chasing the wrong leads, constantly reinventing your messaging, or wondering why your premium product isn’t resonating with premium buyers… this episode is for you. 

Is your proposal helping you close the deal — or quietly killing it?  In this episode of The Affluent Buyer Script, we’re diving into why those trusty old Word docs and flat PDFs won’t cut it anymore when you’re selling high-end outdoor products and services.  Your affluent buyers expect more. A lot more. And your proposal is one of the most important tools you have to reinforce your brand, build trust, and justify your pricing.  We’ll cover:  Why proposals matter more than ever  What’s wrong with PDFs and Word docs (even if you think they’re “fine”)  What modern proposals do differently — and how they help you sell  The exact structure of a winning luxury outdoor proposal  How upgrading your proposal gives you a competitive edge  Actionable steps to level up your proposal game starting today  If you want to sell luxury, you need to act like a luxury brand at every step — and this episode will show you how to do just that with your proposals. 

Humor can be a marketing superpower—if you know how to use it. In this episode, we’re talking about how to inject humor into your luxury outdoor marketing without looking unprofessional, cheesy, or like you just discovered memes in 2021.  You’ll learn:  Why humor works (even for buyers spending $200K on a pool)  Why it can be risky—and how to avoid the cringe  5 easy ways to add humor to your marketing  Where to use humor for the biggest impact  How to use ChatGPT to make this whole process easier  Plus, I’ll share how we used humor in our own Script podcast promo video—and why it worked so well.  If you want even more examples and prompts, download the free guide at scriptmarketingco.com/guides. 

Feel like your competitor has a sign in every yard and a billboard on every block? Welcome to life as the underdog.   But being the little guy in your market doesn’t mean losing—it means leaning into what makes you different.   In this episode, Katy Doss of Script Marketing breaks down how to market like a pro when you’re not the top dog. From flipping the narrative on your size to outshining the big guys with better content, faster service, and bolder personality, you’ll get real-world strategies for turning “small” into “specialized.”   Plus, Katy shares five things you can do this week to turn your underdog status into your unfair advantage. 

LinkedIn isn’t just for job hunters and tech bros anymore. In 2025, it’s a powerful discovery tool for affluent homeowners—and a major missed opportunity for luxury outdoor brands that ignore it.  In this episode, Katy Doss breaks down exactly how outdoor product and service businesses can use LinkedIn to stay top of mind, build trust, and drive more sales (without sounding like a corporate brochure). She shares 10 smart, specific strategies—from using multi-image posts and native documents to activating your team and embracing short-form video.  And the best part? These tips don’t require dancing, ads, or a massive following. They’re designed for thoughtful brands that sell lifestyle and craftsmanship.    Referenced: SocialInsider’s 2025 LinkedIn Benchmarks Report: https://www.socialinsider.io/social-media-benchmarks/linkedin  Connect with Katy on LinkedIn: www.linkedin.com/in/katyharperdoss    To schedule a meeting with Katy or learn how Script Marketing can help your business reach affluent homeowners, visit scriptmarketingco.com or check the show notes.